Good article in Fast Company on why people like round numbers and why you shouldn’t be on the wrong side of them, numbers that is not Fast Company.
“lumping things into round-number groups and viewing everything outside them as inferior. So the difference between items ranked No. 10 and No. 11 feels enormous and significant, even if it’s actually quite minimal or unknown.”
The following paragraph is particularly useful to know
“In another experiment, Isaac and Schindler found that when test participants were exposed to a sharp1-numbered list–like a Top 19–their perceived gap between 10 and 11 diminished. The business lessons for the Number 11s of the world is pretty clear: crack the Top 10 at whatever the cost or change the reference point to Top 12.”
1 Not ending in 0 or 5